Delta’s personalised flight costs under scrutiny

Delta Air Lines’ recent revelation about using AI to price some airfares is drawing significant criticism. The airline aims to increase AI-influenced pricing to 20 per cent of its domestic flights by late 2025.

While Delta’s president, Glen Hauenstein, noted positive results from their Fetcherr-supplied AI tool, industry observers and senators are voicing concerns. Critics worry that AI-driven pricing, similar to rideshare surge models, could lead to increased fares for travellers and raise serious data privacy issues.

Senators like Ruben Gallego, Mark Warner, and Richard Blumenthal, highlighted fears that ‘surveillance pricing’ could utilise extensive personal data to estimate a passenger’s willingness to pay.

Despite Delta’s spokesperson denying individualised pricing based on personal information, AI experts suggest factors like device type and Browse behaviour are likely influencing prices, making them ‘deeply personalised’.

Different travellers could be affected unevenly. Bargain hunters with flexible dates might benefit, but business travellers and last-minute bookers may face higher costs. Other airlines like Virgin Atlantic also use Fetcherr’s technology, indicating a wider industry trend.

Pricing experts like Philip Carls warn that passengers won’t know if they’re getting a fair deal, and proving discrimination, even if unintended by AI, could be almost impossible.

American Airlines’ CEO, Robert Isom, has publicly criticised Delta’s move, stating American won’t copy the practice, though past incidents show airlines can adjust fares based on booking data even without AI.

With dynamic pricing technology already permitted, experts anticipate lawmakers will soon scrutinise AI’s role more closely, potentially leading to new transparency mandates.

For now, travellers can try strategies like using incognito mode, clearing cookies, or employing a VPN to obscure their digital footprint and potentially avoid higher AI-driven fares.

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